On-line shopper spending in Europe grew by 7 p.c final yr, reaching 819 billion euros. For this yr, trade associations Ecommerce Europe and EuroCommerce count on one other 7 p.c progress. On-line spending is rising significantly strongly in Japanese Europe.
The European E-commerce Report 2025 inventories and analyzes on-line gross sales in 38 completely different nations, together with these exterior the EU. The figures and forecasts present that ecommerce in Europe is rising properly and steadily.
Inflation adjustment
The reported 7 p.c progress charge was pushed by inflation. Actual progress final yr amounted to 4 p.c, in accordance with the researchers, a share additionally anticipated for the present yr.
‘4 p.c actual progress for 2024 and 2025’
Which means that ecommerce is performing higher than in 2023, when actual on-line spending grew by just one p.c within the surveyed markets. A yr earlier, within the post-COVID yr 2022, actual spending really fell by 3 p.c:
Regional variations
On-line shopper spending grew the quickest in Japanese Europe, with 18 p.c nominal progress (10 p.c actual progress), adopted by Southern Europe with 9 p.c nominal progress (7 p.c in actual phrases). Central Europe follows with 8 p.c progress (5 p.c actual improve), Northern Europe with 7 p.c progress (4 p.c actual), and eventually Western Europe. Within the continent’s largest ecommerce area, on-line shopper spending rose by 5 p.c final yr (3 p.c when adjusted for inflation).
Development is strongest in Japanese and Southern Europe
In Japanese and Southern Europe, so-called on-line shopper penetration continues to be the bottom, at 57 and 61 p.c respectively. On common, 73 p.c of the European inhabitants aged 16–74 made on-line purchases final yr.
Inclusion standards
It’s value noting that the inclusion standards within the European E-commerce Report 2025 differ from these in earlier years. For instance, this yr solely product gross sales in the UK are counted, whereas final yr providers have been additionally included. “You will need to observe that every nation applies its personal methodology”, write Ecommerce Europe and EuroCommerce. The extent to which providers are included in B2C ecommerce turnover figures varies broadly. “Because of this, direct comparisons between nations must be approached with warning.”
The identical applies to comparisons with figures from earlier stories. Throughout the 2025 report, constant definitions and metrics have been utilized, offering a dependable image of developments in European ecommerce.
Innovation and adaptation
On the state of ecommerce, the trade associations conclude that the sector “continues to innovate and adapt”, but it surely additionally faces complicated challenges linked to compliance, international competitors, shopper belief, and sustainability. “Continued dialogue between trade, nationwide governments, and EU establishments might be important to make sure that digital commerce in Europe stays honest, resilient, and aggressive.”
‘Continued dialogue is important’
Ecommerce Europe and EuroCommerce significantly stress “complicated laws and uneven or poor enforcement of EU guidelines”, resulting in an unlevel enjoying subject between EU-based and non-EU-based companies, in accordance with the report’s authors.
